Facebook platform news: Adobe, Nanigans

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Big news this week from two Facebook Marketing Partners, as Adobe announced new data-driven marketing features added to the Adobe Marketing Cloud, and Nanigans goes cross-channel with a partnership with MoPub.

Through Intelligent Location Marketing, Adobe clients can engage their customers with more relevant content and messages based on how close they are to iBeacons.

Adobe described Intelligent Location Marketing in a press release:

Marketers can deliver location based “in-app” messages to drive real-time engagement and then follow up with email campaigns that leverage intelligence about a customer’s past interactions in a retail store, sports stadium and other points-of-interest. Additional data-driven marketing innovations include real-time mobile app testing, an intuitive dashboard that lets marketers view all their app data on one screen and multi-dimensional portfolio bidding to place search ads across mobile devices.

New features of the Adobe Marketing Cloud include: in-app messages, mobile campaign management, mobile app management, mobile search advertising and the Adobe Social app.

Multichannel-MoPub

Nanigans is going cross-channel, putting a bigger emphasis on mobile. The company announced this week a partnership with MoPub, the world’s largest exchange for in-app mobile ad inventory.

This partnership will extend Nanigans’ software to MoPub’s exchange and is the first in a series of channel partnerships that Nanigans will announce in the next few months.

Ric Calvillo, Co-Founder and CEO of Nanigans, discussed the partnership:

People spend their days moving between devices and across publishers, and in-house marketing teams need a single platform to manage their ad campaigns across this behavior. Nanigans vision is to arm modern marketers with this software by building a complete picture of customer behavior and coupling this with predictive modeling and machine learning for multichannel optimization. Nanigans and MoPub share a strong commitment to transparency, so we are excited to announce our partnership and offer end advertisers direct access to their mobile inventory.

Top image courtesy of Shutterstock.